"In theory, websites implementing FLoC could send a visitor's cohort identification number to an ad server and fetch an ad likely to align with the visitor's past browsing behavior without being able to surmise the identity of the visitor"
Or they could simply use the old 'dead trees' method and serve up ads based on the website's own criteria... motoring sites displaying motoring ads, cookery sites displaying food and drink ads... no tracking needed, no weird 'predictions' about buying habits, no ads following you round the 'net
Perhaps it could mean the return of those ads for giant slippers for keeping both feet warm that used to appear in the back of the Saturday papers...